Archive for the ‘society’ Category

Guilt, not information, works for recycling

How about that.  The Wall Street Journal found that guilt and social norms, not information, is more effective at changing behavior:

Studies dating back at least three decades clearly show the power of social norms. We tend to ascribe our actions to more high-minded motives, or to practical concerns about money. But at its core, our behavior often boils down to that old mantra: Monkey see, monkey do.

Researchers are now learning how to harness that instinct to nudge us to go green.

The article spells out that peer pressure – the guilt at seeing others going green when we don’t – works better than other incentives. ┬áThe feeling that your neighbors are greener than you are is more motivational than just about anything, the WSJ finds.

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